| addressable media | Media that carry messages to identifiable customers or prospects.
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| affiliates | Local market broadcast stations that agree to carry programming and commercials provided by a network.
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| audiotext | A recorded message that provides information (such as the weather or sports scores) via a toll-free (800) or toll (900) number.
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| bleed ad | An ad with graphics that go to the edge of the page.
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| classified ads | Small-space, words-only ads presented in a clearly labeled section with no surrounding editorial content.
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| classified display ads | Ads in the classified section that include graphics and larger sizes of type.
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| closing date | The date by which advertising materials must reach the publisher.
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| column inch | A space that is one column wide and one inch tall.
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| commercial pod | The commercial break in a TV program.
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| controlled-circulation publications | Trade, industrial, and organizational magazines that are distributed free to those working in a given subject area or affiliated with a given organization.
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| cooperative advertising | A system in which a manufacturer pays a portion (normally half) of the cost when a local retailer advertises the manufacturer's brand.
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| daypart | A block of time identified by a station for the purpose of setting ad rates.
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| display ads | Ads that generally contain more graphics and white space than copy and appear next to editorial content.
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| double-page spread | An advertisement printed across two facing pages.
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| freestanding insert (FSI) | (1) A supplement that contains ads, most with coupons, for a variety of national brands. (2) A collection of noncompeting brand ads and coupons printed in a newspaper supplement.
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| guerrilla marketing | A marketing approach that reaches people in unconventional ways-in the streets or in other unexpected places.
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| image transfer | A process by which persons exposed to the sights and sounds of a brand's TV message recall the visual elements of the message when they are exposed to a similar soundtrack on radio.
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| infomercial | A 30-minute commercial "program" that demonstrates a product, presents testimonials from satisfied users, and offers viewers one or more ways to buy the product direct (toll-free telephone number, website address, mailing address).
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| interactive media | Two-way media allowing both companies and customers to send and receive messages.
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| interactive TV | The convergence of computers, television, and the internet.
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| marketing universe | See universe.
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| media exposure | The number of people who see, read, or hear a medium.
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| out-of-home media | Communication vehicles that the target audience sees or uses away from home.
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| paid-circulation publications | Magazines that sell subscriptions.
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| pass-along rate | The number of people who read a magazine in addition to subscribers or buyers of the magazine.
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| pre-emptible rate | A relatively low rate that doesn't guarantee a given commercial will run at a given time.
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| product placement | (1) Visibly featuring branded products or brand names in a movie or television program. (2) Paid verbal or visual brand exposure in entertainment programming.
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| promotional video network | A company that uses either videos or satellite transmission to distribute programs and commercial messages.
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| rate card | A list of advertising space costs and discounts.
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| rating point | 1 percent of a communication vehicle's coverage area that has been exposed to a broadcast program.
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| share | The percentage of persons using a radio or TV at a particular time who are tuned to a particular station.
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| showings | The basic units of sale for outdoor advertising.
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| split run | A process in which a marketer places one ad in one half of a magazine's circulation and a different ad in the other half.
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| spot buys | Purchases of TV time only in certain markets by regional or national companies.
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| standard advertising unit (SAU) | A set of predetermined spaces that are constant in size in every newspaper that has adopted SAU standards.
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| supplement insert | An insert that is preprinted by an advertiser and enclosed with a newspaper.
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| tabloid | A newspaper whose page size is half that of broadsheets.
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| tip-in | A preprinted ad that is bound or glued into a magazine but is printed on heavier-stock paper than that used in the magazine itself.
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| trailers | Commercials that run before movies.
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